Managing International Accounts

Kerstin Baker-Ash provides some tools and tips for managing multimarket accounts across different countries and time zones.

Issues you may have to deal with include seasonality: "If your American clothing company is launching in Australia," using Google Insights for Search,"you can sense-check your keyword inventory against seasonal trends, and tailor your ad copy to audiences who might not be looking for your winter clothing line in January."

While the "knee-jerk reaction to rely on automated tools for setting up multimarket accounts" seems quick and simple, the real input, and perhaps success, should come from "your own PPC Guru brain."